Move Over, Salty; There’s a New Flavor at the Top of Americans’ Lists

SALEM, Ore.--(BUSINESS WIRE)--American palates now prefer sweet and smoky above other popular flavors,
according to a Kettle Brand-commissioned national survey conducted in
December.* Kettle Brand has led flavor trends for more than
30 years with all-natural flavors like Salt & Fresh Ground Pepper, which
was the first of its kind in 1999, as well as Spicy Thai™, Buffalo Bleu™
and Honey Dijon.

The company is predicting a new wave of flavor sensations for 2013, and
this summer will launch at least one new flavor to appeal to the evolved
consumer palate. Kettle Brand Chief Flavor Architect Carolyn
Ottenheimer, who has led innovation at the brand for 13 years, keeps an
eye on the menus of the nation’s hottest restaurants, frequents
specialty deli and food shops, and stays on top of international flavor
trends. She sees five emerging flavor themes for the year ahead:

Sweet and Smoky (e.g.,praline bacon with apple)

Hot (e.g., sriracha, habanero, wasabi)

Sweet and Salty (e.g., salted caramel, kettle corn)

Tangy (e.g., kim chi, pickles, kraut)

Floral (e.g., juniper, lavender, spruce shoots)

Results from Kettle Brand’s recent consumer survey show Americans agree.
Fifty-eight percent of the nation prefers the combinations of sweet and
smoky or sweet and salty, followed by 23 percent who crave hot flavors
such as habanero or wasabi.

“Beyond these popular tastes, larger social trends are influencing the
flavors Americans are craving,” said Ottenheimer. “There is a trend
toward home-made, artisan and slow-cooked foods, as well as knowing
where your food comes from, which impacts many of the up-and-coming
flavor categories. Increased access to global flavors is also having a
huge impact – what used to be considered exotic is now expected.”

For 30 years, Kettle Brand has been committed to innovation – from
pioneering the kettle-cooked category, to using real sliced potatoes in
its Kettle Brand Bakes line, to producing more than 40 bold and unique
flavors of kettle-cooked potato chips. Testing for Kettle Brand’s newest
flavor is currently under way, and Ottenheimer predicts it just may be
the next Salt & Fresh Ground Pepper.

About Kettle Brand®

Kettle Brand is a pioneer of and one of the leaders in the premium
kettle-cooked category, producing six premium product lines – Original,
Krinkle Cut™, Organic, 40 Percent Reduced Fat and Bakes potato chips, as
well as TIAS! ™ tortilla chips. Committed to making every product with
all natural ingredients and without trans fats, artificial flavors or
preservatives, the brand is the first Non-GMO Project verified potato
chip company. Its products are sustainably produced and packaged in
three state-of-the-art facilities in the U.S. and U.K., and distributed
throughout North America, the United Kingdom, Western Europe and several
countries in Asia. For more information visit www.kettlebrand.com.